Multicultural Business Strategy
After analysis of its Strategic Intelligence gathering for wine and spirits company Pernod Ricard USA (PRUSA), Santiago Solutions Group created Hispanic category profiles and volumetric models for key brands.
Based on these models and the incremental Hispanic profits we were able to project, we developed long-term Opportunity scenarios and a portfolio prioritization for select PRUSA brands.
- Supported by the Opportunity Sizing recommendations, Santiago Solutions Group created a Hispanic Business Strategy for the Chivas Regal® brand. This strategy:
- aligned with the brand image of Chivas Regal
- was pertinent to its Hispanic customers
- offered a unique framework for Off-Premise retail strategies
- provided Chivas Regal with an exclusive and extendable platform of engagement with the Hispanic community
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